beeline to focus on Concessions and eCommerce: Cologne-based jewellery company sells Retail network to global retailer LOVISA

Cologne, Friday 13th November 2020 the beeline group is one of the world’s largest companies for jewellery and fashion accessories. Founded in Cologne in 1990, beeline distributes its brands, SIX, TOSH and I AM, among several business models: Concessions, eCommerce, Retail and Franchise.

On Thursday 12th November 2020, beeline entered into an agreement with the Australian fashion jewellery company LOVISA for the sale of its Retail subsidiaries in Germany, Austria, Switzerland, Belgium, Netherlands and Luxembourg. LOVISA will continue to operate the former 74 “SIX” and “I AM” retail stores under its own brand. All store employees will continue working under this new brand from the first half of 2021 on. At a later stage, beeline will also put its French Retail-network up for sale.

beeline made the decision to focus on its core business of Concessions, as well as on eCommerce, and is, therefore, ending its own Retail and Franchise activities.

Since the foundation of the beeline group, Concessions - the stationary distribution of brands via retail partners - has been the core competence of beeline with more than 23,000 POS all over Europe and North America at major retailers from fashion, food and drugstore segments.

beeline’s strategic goals:

  • Develop its brands and become the most innovative category captain within Fashion & Fine Jewellery, Eyewear and Hair Accessories
  • Provide partner-specific solutions for food, drug and fashion retailers
  • Support online sales of its partners and expand the digital presence of its brands and products.

"With the sale of the retail segment to Lovisa, we are optimally positioning the company for the future," says beeline CEO Hinrich Tode. "Placing our focus on our partners in Concessions and eCommerce is a consistent and positive step for beeline. The ongoing COVID-19 pandemic and the digitization processes it has accelerated have shown that consumer behavior, and with it retail in general, has been fundamentally altered. This move enables us to keep step with this changing dynamic. Simultaneously, we are happy that this move allows us to secure the jobs of our retail staff.“

About beeline
The beeline Group is a Cologne-based privately-owned company that offers fashion jewellery and accessories such as hair, textile, sunglasses, readers, kids accessories, under the brands SIX, TOSH and I AM, as well as white and private labels.

Founded in 1990, beeline is the world market leader in Concessions business for fashion jewellery. The company is represented with 23,000 POS in 41 countries across Europe and North America, and, furthermore, among many Online-Marketplace Shops and own Online-Shops, which can be found at: and For further information, please refer to:


LOVISA is a publicly listed Australian company established in April 2010. LOVISA has quickly expanded to become one of the leading global retailers in fast-fashion jewellery. They have over 450 stores across the USA, France, UK, Australia, New Zealand, South Africa, Singapore and Malaysia and franchised stores in the Middle East and Vietnam.